OgilvyOne and Adam & Eve DDB scooped the first grands prix for UK agencies in the direct and promotional categories at Cannes for over a decade, as the Brits took the Côte D’Azur by storm last night.
British agencies walked off with a total of 15 awards across both categories in what was by far the best ever night for the UK at Cannes since Harrison Troughton Wunderman scooped the inaugural Direct Lions grand prix for Xerox in 2002.
OgilvyOne landed the Direct grand prix for its “magic of flying” campaign for British Airways.
The ads (pictured, below right), located on digital screens in Piccadilly Circus and Chiswick in London, featured a child pointing to BA aircraft as they travelled above, accompanied by flight numbers and the destinations they were arriving from. It then displayed a call-to-action message for audiences to delve into the wealth of information about that travel route on BA’s website.
“This is an iconic piece of work that really targeted a moment,” said jury president James McGrath, creative chairman, Clemenger BBDO Group, Australia. “Connecting a universal idea with real-time data and technology, this ad captures a feeling and ignites a passion in all of us to explore the world.”
Adam & Eve DDB’s “sorry I spent it on myself” Christmas ad for Harvey Nichols also picked up gold, while AIS London received a silver for “I wish my son had cancer”, a campaign for the muscular dystrophy charity Harrison’s Fund.
Publicis London took a silver and a bronze for the Pilion Trust, while Leo Burnett netted two bronzes for Business in the Community.
Meanwhile, Adam & Eve DDB’s Harvey Nichols work also triumphed in the Promo and Activation awards, winning two golds, and what is understood to be the first grand prix for a UK agency since the category was first introduced in 2006.
It promoted a new line of budget Christmas products, available online and at Harvey Nichols stores across the UK, including items such as paperclips, a luxury bag of gravel, a sink plug and a pack of wooden toothpicks. They were all presented in chic Harvey Nichols packaging, for customers to give out as presents, because they had spent all the money on themselves. The items (pictured, left) sold out within three days.
“The Internet went crazy for it,” said Promo and Activation jury president, Susan Credle, chief creative office of Leo Burnett Global. “It became the most controversial Christmas campaigns of the year.” The agency also scooped a bronze for Google+.
OgilvyOne’s BA campaign also picked up a gold and two bronzes, while Publicis grabbed two silvers for the Pilion Trust.
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